PRCA launches International Partner University Programme

The PRCA is pleased to announce the launch of its International Partner University Programme. The Programme supports both students and faculty members at institutions globally.

Institutions that sign up for the International Partner University Programme will:

  • Obtain membership of the world’s largest PR and communications professional body
  • Become part of an elite programme linking the world’s most prestigious PR Undergraduate and Post-Graduate courses
  • Receive free access to all PRCA online training courses for both students and faculty members
  • Have the opportunity to use designatory letters after all students and faculty staff names (SPRCA and MPRCA respectively)
  • Receive free and unlimited access to the PRCA and ICCO thought leadership libraries and research publications
  • Be introduced to senior leaders from around the world, many of whom have already volunteered to provide online guest lectures to our Partners
  • Have the opportunity to put forward blogs for the PRCA website
  • Have the opportunity for students and faculties to undertake their CPD

Francis Ingham MPRCA, Global Director General, PRCA, said: “The PRCA has run its Partner University Membership Programme in the UK for a dozen years, with faculty members and students gaining enormous value from it. This new offer should be taken advantage of by institutions that want individuals to be multi-disciplined, well networked, and part of a global body that is proactive and dynamic.”

Dr Katharina Wolf MPRCA, Associate Professor School of Marketing, Curtin University, PRCA Founding International Partner University Member, said: “As a PRCA Founding International Partner we have been able to take our commitment to cross-cultural communication and international education a step further, connecting Curtin PR students to a global network of future communication professionals and industry leaders. We look forward to playing a pro-active part in growing this network further over the coming years.”

Ron Antonette MPRCA, Chief Program Officer, USC Center for Public Relations, USC Annenberg, PRCA Founding International Partner University Member, said: “With the international student population who attend and graduate from USC Annenberg, it’s important for us to stay connected with industry organizations outside of the U.S. Part of our Center’s mission is to connect our students and research with partners in the industry, and PRCA has been an outstanding partner of ours for our Global Communication Report the past 5 years.”

For more information about this initiative and to sign up your institution, please email Isobel Arrowsmith.

Abracom elects new board of directors and confirms Daniel Bruin as President

Pedro Cadina MPRCA CEO of Vianews Latin America is the new International Relations Director

The “Mercado Forte” slate was elected on August 25, 2020 to head the Brazilian Association of Communication Agencies – Abracom for the 2020-2022 biennium. The entrepreneur Daniel Bruin, from the XCOM agency, will lead the group succeeding Ms. Claudia Rondon, from RPMA agency, who was at the head of the entity, representing the corporate communication market for the last 4 years. With a platform advocating strengthening the market, intensifying the institutional relationships, working for fairer and more transparent commercial relations, supporting on diversity and inclusion and increasing the provision of services to members, this new board will also have Zé Schiavoni, from Weber Shandwick as its vice president, Carina Almeida, from Textual, as general secretary, Renato Salles, from FSB, in the legal affairs department and Ana Julião, from Edelman, as its finance director. The statutory directors complete the fiscal councilors Vitor Fortes, from In Pacto, Beth Garcia, from Approach, Claudia Zanuso, from Duecom, and Gustavo Diamantino, from Press-à-Porter, as alternate.

During the last Abracom assembly the changes of its statute was approved, with a new address and highlighting its new management structure. Now, the statutory board consists of 5 positions on the management board and 4 positions for the fiscal board. The elected board starts to appoint thematic directors according to their work project traits. The management positions for the “Mercado Forte” slate are already defined. The area of ​​institutional relations with the private sector will be headed by Patrícia Ávila, from Jeffrey Group. In the public sector, Patrícia Marins, from the InPress Group, takes over. The international relations directorate will be headed by Pedro Cadina, from Via News Latin America agency. The thematic board of training and management will be exercised by Lúcia Faria, from LF Comunicação, who was in charge of this area in the previous management. The expansion and mobilization area, responsible for the relationship with associates and with the agency market, will be under the command of Madelon Piana, of Madelon Piana Consultoria, from Belo Horizonte. Marcio Cavalieri, from RPMA, will be director of data and market parameters and Gisele Lorenzetti, from LVBA, will continue to lead the Ethics Council.

Abracom’s current management will be concluded in 2022, when the organizations will celebrate its 20 years of foundation, representing a R$ 2.5 billion (about a half USD billion) a year, employing around 17 thousand professionals. The official welcome for the new directors board has taken place at the closing act of its last assembly. The state boards directors of Minas Gerais, Rio de Janeiro, Federal District, Pernambuco, Bahia, São Paulo and Rio Grande do Sul will be elected in the next two months, during the plenary sessions of its local associates.

Isobel Arrowsmith MPRCA, Director, PRCA LATAM, said: “On behalf of the global PRCA network I would like to congratulate Daniel Bruin and Pedro Cadina MPRCA on his appointment to the role of International Relations Director for ABRACOM. ABRACOM’s work in providing training, research, and data for the communications industry in Brazil is of the utmost importance which is why PRCA LATAM is proud to partner with them.”

About Abracom

Founded in April 2002, the Brazilian Association of Communication (Abracom) is the representative organization of the corporate communication segment in Brazil. It gathers over 180 agencies in all the regions of the country, representing 80% of the annual revenue in the sector embodied by its affiliates. Promoting the market, strengthening institutional relations, orienting and serving associates in management, finance, legal matters, promoting training activities, diversity and inclusion are amongst Abracom’s missions

About Daniel Bruin

Daniel Bruin is a journalist with over 20 years of experience. He has worked for national media outlets such as IstoÉ Magazine, Jovem Radio Pan, Guia Quatro Rodas Magazine and Gazeta Mercantil Newspaper and began his career in corporate communication in 2001. He has held communication leadership positions in companies like: Talent, Nestlé, Santander and Semp Toshiba. Bruin was a partner in the marketing consultancy SPGA (Sales, Periscinoto, Guerreiro e Associados) and since 2015 is a partner at XCOM. He has a post graduate degree in journalism from the Universidad de Navarra (Spain) and for over eleven years was a professor of journalism at Faculdade Cásper Líbero. In addition of being a member of the global board of PRWA (Public Relations World Alliance), he was on the management and training board of the Brazilian Association of Communication Agencies (Abracom) from 2016 to 2017 and on its finance board from 2018 to 2020.

PRCA & PRWeek launch #PowerOfPR campaign as new research reveals industry’s importance to business

The Public Relations and Communications Association (PRCA) has partnered with PRWeek to launch a new campaign highlighting the value of PR to business and society.

The campaign comes as the PRCA publishes new research revealing eight of ten (82%) CEOs and CFOs from FTSE 250 companies view public relations as ‘important’ or ‘very important’ to protecting and strengthening corporate reputation. The study – commissioned by Yolo Comms – shows that public relations is represented at board-level at more than two-thirds (71%) of FTSE 250 companies.

The joint campaign – launched today – aims to showcase the positive contribution public relations makes to business and society. PRWeek will publish a series of articles featuring case studies celebrating the value of PR, while the PRCA has called on PR practitioners globally to share videos championing PR practice using #PowerOfPR.

A summary of the global campaign contributions is available here.

How you can take part

– Record a 30-60 second video of yourself (filmed horizontally) revealing why you’re proud to work in public relations
– Post on social media using #PowerOfPR while tagging us on TwitterInstagram and LinkedIn
– Submit a 400-600 word blog for the campaign focusing on the positive impact PR creates for business or society via email.

Commenting on the launch, PRCA Director-General, Francis Ingham said:

“The power and purpose of PR has never been more visible, and now is the perfect time for our industry to show its pride in the work it delivers.”

PRCA Fellows Chair Alison Clarke FPRCA said: “Our value is proven and it’s time to shout about it! I look forward to many in the industry getting behind our campaign to give a voice to the power of PR.”

Danny Rogers, PRWeek editor-in-chief, UK & EMEA, said: “The essence of public relations is reasserting its importance at a time in history where fear and isolation have become prevalent. Good PR is about powerful connections and the valuable exchange of ideas, opinions and organisational purpose. These characteristics are more vital than ever in 2020.”

Nik Harta, Managing Director, Yolo Comms said: “I believe this research clearly supports the value large organisations currently place on their PR teams. Not only will two thirds of those organisations be involving public relations, communications and corporate affairs with their COVID-19 business strategy, it is reassuring to see that they are valued still further as they provide strategic council to senior leadership.”

Further information about the campaign can be found here.

The Public Relations and Communications Association (PRCA) is the world’s largest professional PR body.

We represent more than 35,000 PR professionals in 70 countries worldwide. With offices in London, Singapore, Dubai, and Buenos Aires, we are a global advocate for excellence in public relations.

Our mission is to create a more professional, ethical, and prosperous PR industry. We champion – and enforce – professional standards in the UK and overseas through our Professional Charter and Code of Conduct. The Code compels members to adhere to the highest standards of ethical practice.

We deliver exceptional training, authoritative industry data, and global networking and development opportunities. We also manage the International Communications Consultancy Organisation (ICCO), the umbrella body for 41 PR associations and 3,000 agencies across the world, and LG Comms – the UK’s national body for authorities raising standards of local government communication.